The Impact of Digital Ecosystems on Consumer Behavior: A Cross-Industry Analysis of Engagement and Loyalty

Digital marketing is nowadays the forefront of marketing as the data exchange on the internet is growing and the consumers' information search with connected devices is soaring.In the digital marketing sphere, there are different devices, platforms and tools to build the digital ecosystem.Understanding and utilizing this digital marketing ecosystem properly should have a great impact on consumer behavior.By understanding how to improve the present digital marketing ecosystem and how to build it continuously, it is then possible to achieve greater quality interactions with consumers and businesses, which is of utmost necessity in digital era marketing.The digital marketing ecosystem, which has a major impact on marketing, consists of all external digital devices, platforms and tools with surrounding insights about target audiences.The knowledge about this ecosystem with actions and activities to build/improve it is treated as the digital marketing ecosystem capability.The purpose of this capability is to take the need-based actions in building/improving the digital marketing ecosystem in a way that a positive impact on consumer behavior is optimized.With this understanding, an exploration of the past and future trends of the digital marketing ecosystem with already stated methodologies will be conducted.These components will be then benchmarked against the oldest and smallest event industry companies in Finland to create required insights for the consumer behavior uplifting actively during the benchmarking process.The overall research objective with hypotheses are stated with an illustrative model, which is a prior stage needed for evaluating the case companies in a structured way, and it also steers the whole research and analysis process.With already stated research objectives and methodologies, the overall research design is presented in the sticking efforts needed in shaping answers for multiple objective based RQs.